Academic Brands

doi:10.1017/9781108881920

The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.

'This one-of-a-kind collection integrates scholarship on trademarks, marketing, and communication with analyses of the so-called neoliberal university to examine the social, cultural, and political contexts of higher education in relation to the rise of the brand economy. Wide in scope and non-technical in presentation, it offers some lessons for higher education leaders and many insights for critical scholars. … Highly recommended.'

M. J. Garrison Source: Choice

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Contents

Academic Brands
pp i-ii
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Academic Brands - Title page
pp iii-iii
Distinction in Global Higher Education
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Copyright page
pp iv-iv
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Contents
pp v-vi
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Figures
pp vii-viii
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Contributors
pp ix-xii
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Preface
pp xiii-xiv
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Part I - Are Academic Brands Distinctive?
pp 1-66
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1 - Distinctive Excellence
pp 3-26
The Unusual Roots and Global Reach of Academic Brands
- By Mario Biagioli
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2 - One of a Kind Like You
pp 27-45
The University as a Personalized Generic
- By Celia Lury
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3 - The Public Higher Education Brand
pp 46-66
- By Deven R. Desai
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Part II - Local and Global Dimensions
pp 67-124
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4 - Academic Brands and Online Education
pp 69-85
- By Paul Schiff Berman
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5 - University Brands as Geographical Indications
pp 86-102
- By Jeremy N. Sheff
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6 - Elite Universities as Luxury Brands
pp 103-124
- By Haochen Sun
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Part III - Conflicted Interests, Haunting Associations
pp 125-126
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7 - Academic Branding and Cognitive Dissonance
pp 127-149
- By Mark Bartholomew
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8 - A Captive Audience
pp 150-159
Corporate Propaganda on the American College Campus
- By Joshua Hunt
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9 - When Brands Go Bad
pp 160-219
The Rise and Fall, and Re-Rise and Re-Fall, of Isaac Royall, Jr.
- By Janet Halley
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10 - Epilogue
pp 220-232
The Aesthetic University
- By Madhavi Sunder
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Academic Brands

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Contents

Academic Brands
pp i-ii

Academic Brands - Title page
pp iii-iii

Copyright page
pp iv-iv

Contents
pp v-vi

Figures
pp vii-viii

Contributors
pp ix-xii

Preface
pp xiii-xiv

Part I - Are Academic Brands Distinctive?
pp 1-66

1 - Distinctive Excellence
pp 3-26

2 - One of a Kind Like You
pp 27-45

3 - The Public Higher Education Brand
pp 46-66

Part II - Local and Global Dimensions
pp 67-124

4 - Academic Brands and Online Education
pp 69-85

5 - University Brands as Geographical Indications
pp 86-102

6 - Elite Universities as Luxury Brands
pp 103-124

Part III - Conflicted Interests, Haunting Associations
pp 125-126

7 - Academic Branding and Cognitive Dissonance
pp 127-149

8 - A Captive Audience
pp 150-159

9 - When Brands Go Bad
pp 160-219

10 - Epilogue
pp 220-232

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